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The U.S. Market for Pretreated Wipes: Personal and Household Products

This all-new Packaged Facts report analyzes sales and growth potential for the $1 billion plus U.S. market for personal and household wipes, focusing on the increasing diversity of the products marketed and offering historical sales data and projections through 2006. Coverage includes marketer and brand shares based on Information Resources, Inc.'s InfoScan sales-tracking data, marketing and new product trends, advertising expenditures, and retail dynamics. Also included are consumer demographic profiles based on Simmons Market Research Bureau data, as well as competitive profiles of major players such as Georgia-Pacific, Johnson & Johnson, Kimberly-Clark, Playtex Products, and market leader Procter & Gamble.


Scope And Methodology

Market Parameters

This Packaged Facts report focuses on the U.S. retail market for pretreated disposable wipes, sold predominantly through mass merchandisers, supermarkets, and drugstores. The market includes baby wipes, personal care wipes for consumers of all ages, and household surface cleaning wipes. These wipe products are usually premoistened, although dry wipes are marketed along with wet wipes in segments such as facial cleansing wipes and floor wipes.

Report Methodology

The information contained in this report was obtained from both primary and secondary research. Primary research entailed consultation with industry sources and on-site examination of the retail milieu. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literture. Packaged Facts has derived sales figures from sources such as Information Rsources, Inc. (IRI) InfoScan data and Supermarket Business consumer expenditure surveys. Figures provided on national consumer advertising expenditures are based on data (copyright 2000) from CMR, a Taylor Nelson Sofres company. The analysis of consumer demographics primarily derives from the Simmons Market Research Bureau (New York, NY) spring 2001 consumer survey, based on 25,030 respondents.

Press Release

29% of Adults Use Premoistened Wipes, But Market for Niche Products May Be Limited.

New York, January10/PRNewswire - In recent years consumers have been inundated with new wipe products for applications as diverse as facial cleansing, pet care, and floor cleaning. According to The U.S. Market for Pretreated Wipes, Personal and Household Products, the latest report from Packaged Facts now available on MarketResearch.com, the market for pretreated wipes has enjoyed a compound annual growth rate of 24% since 1997, largely due to a plethora of new products developed in that time.

Given the number of largely similar applications and formulations that have hit the wipes market in recent years, The U.S. Market for Pretreated Wipes, Personal and Household Products raises various issues related to the potential for industry consolidation. Unless consumers prove willing to purchase a different variety of wipes for each personal care or household need, companies hoping to enjoy continued success will need to examine the market for the product areas of strongest demand and greatest opportunities for growth. The U.S. Market for Pretreated Wipes, Personal and Household Products provides detailed information about consumer demographics, as well as distribution and marketing trends, sales figures, product development, and emerging retail campaigns. The report also includes historical sales data, as well as market projections through the year 2006.

  1. Executive Summary
    Scope and Methodology
    • Market Parameters
    • Report Methodology

    The Market
    • Market Background
    • Two Product Categories
    • Sales Estimated at $1.7 Billion in 2001
    • Table 1-1: U.S. Retail Sales of Wipes by Product Category: Personal Care vs. Household, 1997-2006 (dollars)
    • Mass-Market Sales of Moist Towelettes
    • Baby Wipes at Over 50% of Wet Wipes Market
    • Factors to Market Growth

    The Marketers
    • Over 100 Companies Market Wipe Products
    • The Role of Procter & Gamble
    • Two Marketers Account for Two-Thirds of Moist Towelettes
    • Olay Daily Facials a $70-Million Line
    • Clorox Wipes Up the Competition
    • The Case for Market Consolidation

    Marketing Trends
    • 85 Product Introductions by Mid-2001
    • Nonwoven Fabric Innovations Proliferate
    • Ad Spending at $171 Million in 2000
    • P&G the Big Spender
    • K-C and P&G Differ in Strategies for Promoting Baby Wipes

    Retail Dynamics
    • Mass Market at 89% of Retail Sales
    • Mass Merchandisers at 47% of Mass-Market Sales
    • Wal-Mart at 29% of Mass-Market Sales of Moist Towelettes
    • The Role of Private Label
    • Wipes On the Internet

    The Consumer
    • 29% of U.S. Adults Use Premoistened Wipe Products
    • The Prime Consumers
    • Figure 1-1: Prime Demographics for Household Usage of Premoistened Wipes/Cloths: Adults Overall, 2000 (percent): 7 Classifications
    • Mixed Skew for Adult Product Users
    • Higher Rates for Households with Kids
    • 57% of Adults with Children Under Age 2 Are Heavy Users
  2. The Market
    The Products
    • Scope of Report
    • History of the Products
    • Airlaid vs. Spunlaced
    • Two Product Categories
    • Personal Care Wipes
    • Household Wipes
    • Figure 2-1: U.S. Retail Sales of Wipes, 1997-2001 (dollars)

    Market Size and Composition
    • Note on Market Size Estimates
    • Sales Estimated at $1.7 Billion
    • Table 2-1: U.S. Retail Sales of Wipes, 1997-2001 (dollars)
    • Market Growth by Product Category
    • Table 2-2: U.S. Retail Sales of Wipes by Product Category: Personal Care vs. Household, 1997-2001 (dollars)
    • Mass-Market Sales of Moist Towelettes
    • Table 2-3: U.S. Mass-Market Sales of Moist Towelettes, 1997-2000 (dollars)
    • Personal Care Wipes Claim 75% of Market
    • Figure 2-2: Share of U.S. Retail Sales of Wipes by Category: Personal Care vs. Household, 2001 (percent)
    • Baby Wipes at Over 50% of Wet Wipes Market
    • Mass Merchandisers at 42% of Market
    • Figure 2-3: Share of U.S. Sales of Wipes by Retail Channel, 2001 (percent): Mass Merchandisers, Supermarkets, Drugstores, Other
    • Mass Merchandisers at 47% of Mass-Market Sales
    • Figure 2-4: Share of U.S. Sales of Wipes by Mass-Market Channel, 2001 (percent): Mass Merchandisers, Supermarkets, Drugstores
    • Sales Steady Across the Seasons
    • Figure 2-5: The U.S. Market for Wipes: Share of Mass-Market Sales by Quarter, 2001 (percent)
    • South and West Are Prime Regions
    • Table 2-4: Premoistened Wipes/Cloths: Consumer Usage Indices by Region, Users vs. Heavy Users, 2000 (index): South, West, Midwest, Northeast

    Factors to Market Growth
    • Still Room for Growth
    • Power of the Brand
    • Limits of the Shelf
    • Marketing to an Increasingly Convenience-Conscious Population
    • The Question of Ecology
    • The Antibacterial Bent
    • A Braking Effect Within Baby Wipes
    • Table 2-5a: Projections of U.S. Infant Population, 2001-2003 (number)
    • Table 2-5b: Projections of U.S. Infant Population, 2004-2006 (number)
    • Beyond Baby in Personal Care
    • Figure 2-6: Projected U.S. Retail Sales of Wipes, 2001-2006 (dollars)

    Projected Market Growth
    • Market to Approach $2.4 Billion by 2006
    • Table 2-6: Projected U.S. Retail Sales of Wipes, 2001-2006 (dollars)
    • Projected Growth by Product Category
    • Table 2-7: Projected U.S. Retail Sales of Wipes by Product Category: Personal Care vs. Household, 2001-2006 (dollars)
  3. The Marketers
    Marketer Overview
    • Over 100 Companies Market Wipe Products
    • The Role of Procter & Gamble
    • Other Top Marketers
    • Table 3-1: The U.S. Market for Wipes: Selected Personal and Household Products by Marketer and Brand Line

    Marketer and Brand Shares
    • Methodology
    • Two Marketers Account for Two-Thirds of Moist Towelettes
    • Olay Daily Facials a $70-Million Line
    • Swiffer's Share Is 60%
    • Clorox Wipes Up the Competition
    • Table 3-2: U.S. Mass-Market Sales of Moist Towelettes: Marketer/Brand Shares, Second Quarter 2001 (percent): 6 Marketers/11 Brands, Private Label, All Others
    • Table 3-3: U.S. Mass-Market Sales of Household Cleaner Cloth Wipes: Marketer/Brand Shares, Second Quarter 2001 (percent): 4 Marketers/6 Brands, All Others

    The Competitive Situation
    • The Baby Wipes Line-Up
    • Private Label a Major Player
    • From Baby Wipes to Bodycare
    • The Facials Bandwagon
    • Wipes vs. Washcloths vs. Tubs
    • Baby Wipes Rivalry Extends to Premoistened Toilet Paper
    • Wipes the New Word in Intimate Hygiene
    • Floor Wars
    • Antibacterial Angle Drives Household Wipes
    • Armor All Expands into Wipes
    • The Case for Market Consolidation

    Competitive Profile: Clorox Co.
    • Bleach and More
    • Company History
    • Brand Building

    Competitive Profile: Johnson & Johnson
    • Diversified Healthcare Products
    • Company History
    • Sponsorship of Women's Entertainment Network
    • Challenging P&G in Skincare

    Competitive Profile: Kao Corp.
    • Japanese Personal Care Leader
    • Kao Company History
    • Jergens Company History
    • Bioré: Innovative Skincare

    Competitive Profile: Kimberly-Clark Corp.
    • The Leader in Personal Paper Products
    • Company History
    • A Rocky Start for Rollwipes

    Competitive Profile: Playtex Products, Inc.
    • A Stable of Top Brands
    • Company History
    • Three Baby Wipe Brands
    • Personal Cleansing Cloths an Extension of Tampon Line

    Competitive Profile: Procter & Gamble Co.
    • Unparalleled Size and Diversity
    • Company History
    • Modern Times
    • Focusing on Core Brands
    • P&G's Baby Wipes
    • Pioneering Facial Wipes
    • Updating Olay
    • The Science of Swiffer
    • New Tasks for Mr. Clean
    • Charmin vs. Cottonelle

    Competitive Profile: Reckitt Benckiser plc
    • Cleaning Up Worldwide
    • Company History
    • Wipe Additions to Venerable Brands
    • Muscling In on the U.S. Market

    Competitive Profile: Rockline Industries, Inc.
    • Low-Cost Paper Products Manufacturer
    • Private-Label Giant
    • A History of Innovation
    • Beyond Baby

    Competitive Profile: S.C. Johnson & Son, Inc.
    • Chemical Specialty Products Giant
    • Company History
    • Protecting the Environment
    • Battle for First in Floor Wipes
    • Counterpunches in Surface Care

    Competitive Profile: Unilever
    • A Worldwide Presence
    • Company History
    • Simplifying Operations
    • Facial Wipes Build on Brands
    • Popcorn Promotion for Lever 2000
  4. Marketing Trends
    New Product Trends
    • 85 Product Introductions by Mid-2001
    • Nonwoven Fabric Innovations Proliferate
    • Kinder, Gentler Wipes
    • Better Baby Wipes Through Packaging
    • Facial Wipes, Wet or Dry
    • Acne Pads Get an Overhaul
    • The New Twist in Toilet Paper
    • Flushable vs. Dispersible
    • Introducing Feminine Wipes
    • Nothing a Wipe Can't Handle
    • Wiping Out Germs
    • Juicier Scents Replace Harsh Citrus Notes
    • A Swipe at Car Care
    • Wiping Out Lipstick Traces
    • Starter and Refill Packs
    • Clean-Up to Go
    • Wipes Products as Presents?
    • Table 4-1: The U.S. Wipes Market: Selected New Product Introductions, 2000-2001

    Advertising and Promotion Trends
    • Ad Spending at $171 Million in 2000
    • P&G the Big Spender
    • K-C and P&G Differ in Strategies for Promoting Baby Wipes
    • Ad Spending on Facial Wipes
    • Unilever Promotes Wipes with Movie Theater Tie-in
    • P&G Leads in Feminine Wipes Advertising
    • Large Initial Ad Budgets for Premoistened Roll Toilet Paper
    • Clorox Outspends P&G on Disinfecting Wipe Ads
    • P&G Top Spender for Floor Wipe Ads
    • Coupons Remain Common
    • Direct-Mail Promotions
    • "Pampering" Baby Bottoms
    • Building Web-Based Relationships with New Parents
    • Licensed Tie-ins for Baby Wipes
    • Marketing to Women
    • Selling an Indulgence
    • Ad-structions for New Products
    • The Science of Beauty
    • That Clean Feeling
    • The Antibacterial Bent
    • Size Does Matter
    • Samples of Consumer Advertising
    • The Trade Front
  5. Retail Dynamics
    Retail Overview
    • Distribution Basics
    • Mass Market at 89% of Retail Sales
    • Figure 5-1: Share of U.S. Sales of Wipes by Retail Channel, 2001 (percent): Mass Merchandisers, Supermarkets, Drugstores, Other
    • Mass Merchandisers at 47% of Mass-Market Sales
    • Figure 5-2: Share of U.S. Sales of Wipes by Mass-Market Channel, 2001 (percent): Mass Merchandisers, Supermarkets, Drugstores
    • Mass Merchandisers at 51% of Mass-Market Household Wipe Sales
    • Table 5-1: Share of U.S. Sales of Wipes by Mass-Market Channel: Personal Care vs. Household Products, 2001 (percent): Mass Merchandisers, Supermarkets, Drugstores
    • Drugstore Sales of Moist Towelettes Up 20% in 2Q 2001
    • Wal-Mart at 29% of Mass-Market Sales of Moist Towelettes
    • The Role of Private Label
    • Shelf Space at a Premium
    • Retail Prices for Recent Personal Care Wipes Product Introductions
    • Pricing and Packaging
    • Retail Prices for Recent Household Wipes Product Introductions
    • Table 5-2: Suggested U.S. Retail Prices for Selected Personal Care Wipe Products
    • Table 5-3: Suggested U.S. Retail Prices for Selected Household Wipe Products

    Retail Focus by Outlet Type
    • More at Mass Merchandisers
    • Mass Merchandisers Offer Full Product Lines
    • Private-Label Brands Also a Draw
    • Supermarkets' Share on the Downslide
    • Shelf Space Losers and Winners
    • Rethinking Barriers
    • Private-Label Expansion?
    • A Product Push in Drugstores
    • Drugstores Long on Private Label
    • Economy and Novelty at Warehouse Clubs
    • Limited Prospects in Health and Natural Food Stores
    • Direct/Mail Order

    The Role of the Internet
    • Overview of Online Market
    • Wipes Online
    • Product Information Sites Proliferate
    • P&G's MoreThanACard.com
    • Wooing Teens Online
    • A Rich Resource for Market Research
  6. The Consumer
    Consumer Overview
    • The Simmons Survey System
    • Two Breakouts: With and Without Preschool Children
    • 29% of U.S. Adults Use Premoistened Wipe Products
    • The Prime Consumers
    • Mixed Skew for Adult Product Users
    • Table 6-1: Household Usage of Premoistened Wipes/Cloths: Adults Overall vs. Adults Without Preschool Children, 2001 (percent and number): 8 Classifications
    • Table 6-2: Prime Demographics for Household Usage of Premoistened Wipes/Cloths: Adults Overall, 2000 (percent): 41 Classifications
    • Table 6-3: Prime Demographics for Household Usage of Premoistened Wipes/Cloths: Adults Without Preschool Children, 2000 (percent): 24 Classifications

    Demographic Focus
    • Higher Rates for Households with Kids
    • 57% of Adults with Children Under Age 2 Are Heavy Users
    • (percent): 6 Classifications
    • 43% of
    • Five-or-More Person Households Use Wipes
    • 33% of Married Persons Use Wipes
    • 31% of Women Use Wipes
    • 25-34 the Top Bracket by Age
    • Hispanics Have Highest Propensity to Use Wipes
    • 33% of Adults Living in South Use Wipes
    • Usage Skews to Less-Educated Adults
    • 45% of Homemakers Use Wipes
    • Blue and White Collar Mix
    • Comparable Usage at Under $10,000 and Over $100,000 in Employment Income
    • Middle-Class Skew by Household Income
    • Middles and Lows by Housing Type
    • Table 6-4: Household Usage of Premoistened Wipes/Cloths by Presence of Children in Household: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): 6 Classifications
    • Table 6-5: Heavy Household Usage of Premoistened Wipes/Cloths by Presence of Children in Household: Indices for Adults Overall, 2001 (indices): 6 Classifications
    • Table 6-6: Household Usage of Premoistened Wipes/Cloths by Size of Household: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): 4 Classifications
    • Table 6-7: Heavy Household Usage of Premoistened Wipes/Cloths by Size of Household: Indices for Adults Overall vs. Adults Without Preschool Children, 2001 (indices): 4 Classifications
    • Table 6-8: Household Usage of Premoistened Wipes/Cloths by Marital Status: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): 4 Classifications
    • Table 6-9: Heavy Household Usage of Premoistened Wipes/Cloths by Marital Status: Indices for Adults Overall vs. Adults Without Preschool Children, 2001 (indices): 4 Classifications
    • Table 6-10: Household Usage of Premoistened Wipes/Cloths by Gender: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): Female, Male
    • Table 6-11: Heavy Household Usage of Premoistened Wipes/Cloths by Gender: Indices for Adults Overall vs. Adults Without Preschool Children, 2001 (indices): Female, Male
    • Table 6-12: Household Usage of Premoistened Wipes/Cloths by Age Bracket: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): 7 Classifications
    • Table 6-13: Heavy Household Usage of Premoistened Wipes/Cloths by Age Bracket: Indices for Adults Overall vs. Adults Without Preschool Children, 2001 (indices): 7 Classifications
    • Table 6-14: Household Usage of Premoistened Wipes/Cloths by Race/Ethnicity: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): 4 Classifications
    • Table 6-15: Heavy Household Usage of Premoistened Wipes/Cloths by Race/Ethnicity: Indices for Adults Overall vs. Adults Without Preschool Children, 2001 (indices): 4 Classifications
    • Table 6-16: Household Usage of Premoistened Wipes/Cloths by Region of Residence: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): 4 Classifications
    • Table 6-17: Heavy Household Usage of Premoistened Wipes/Cloths by Region of Residence: Indices for Adults Overall vs. Adults Without Preschool Children, 2001 (indices): 4 Classifications
    • Table 6-18: Household Usage of Premoistened Wipes/Cloths by Highest Level of Educational Attainment: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): 6 Classifications
    • Table 6-19: Heavy Household Usage of Premoistened Wipes/Cloths by Highest Level of Educational Attainment: Indices for Adults Overall vs. Adults Without Preschool Children, 2001 (indices): 6 Classifications
    • Table 6-20: Household Usage of Premoistened Wipes/Cloths by Employment Status: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): 5 Classifications
    • Table 6-21: Heavy Household Usage of Premoistened Wipes/Cloths by Employment Status: Indices for Adults Overall vs. Adults Without Preschool Children, 2001 (indices): 5 Classifications
    • Table 6-22: Household Usage of Premoistened Wipes/Cloths by Occupation: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): 11 Classifications
    • Table 6-23: Heavy Household Usage of Premoistened Wipes/Cloths by Occupation: Indices for Adults Overall, 2001 (indices): 11 Classifications
    • Table 6-24: Household Usage of Premoistened Wipes/Cloths by Individual Employment Income: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): 9 Classifications
    • Table 6-25: Heavy Household Usage of Premoistened Wipes/Cloths by Individual Employment Income: Indices for Adults Overall, 2001 (indices): 9 Classifications
    • Table 6-26: Household Usage of Premoistened Wipes/Cloths by Household Income: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): 11 Classifications
    • Table 6-27: Heavy Household Usage of Premoistened Wipes/Cloths by Household Income: Indices for Adults Overall, 2001 (indices): 11 Classifications
    • Table 6-28: Household Usage of Premoistened Wipes/Cloths by Type or Kind of Residence: Adults Overall vs. Adults Without Preschool Children, 2001 (percent): 5 Classifications
    • Table 6-29: Heavy Household Usage of Premoistened Wipes/Cloths by Type or Kind of Residence: Indices for Adults Overall vs. Adults Without Preschool Children, 2001 (indices): 5 Classifications

    Appendix I: examples of consumer advertising and promotions
    Appendix II: addresses of selected marketers

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